Pride Month campaigns: Gen Z wants you to be more genuine

Pride Month has ended, and numerous brands have taken down the flag rainbow from their logo, ready to move on. 

But young people won’t move on from what it is: performative. 

At Pion, we make brands like Samsung, Adidas and Hollister relevant.

Did you Just Add a Rainbow Flag to Your Brand Logo and Call it a Day?

Look, we get it. June rolls around, and suddenly every brand from your local coffee shop to global corporations is rocking a rainbow. And while visibility is powerful, what was once a gesture of LGBT+ support has now turned into a lazy corporate marketing workaround brownie points with the younger generations.

On social media, Gen Z satirises brands changing their logo back to the original ones on July 1st, and goes into deep dives about the problems of ‘rainbow-washing.’

Yeah, they see straight through you. 

66% of Gen Z have a negative reaction to content they perceive as "inauthentic." Brand reputation is on the line. 

Pride Month is the time to highlight LGBT history (and pride, of course) - something which cannot be meaningfully done without offering support to that community during the rest of the year.

Trust goes both ways: how can Gen Z become a loyal customer of your brand if you are not loyal to the values you claim to share with them?

So, how do you go beyond the superficial and actually build that authentic connection?

The brands that stand out are the ones that seem genuine because they have been making a meaningful impact for LGBT+ youths all year-round.

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MAC Cosmetics: A Legacy of Glam and Giving

When MAC Cosmetics says "Happy Pride," it feels genuine. And there's a reason for that. Since 1994, MAC has been donating 100% of profits from their VIVA GLAM lipstick to LGBT+ charities. That's not just a seasonal thing; that’s a deep, long-standing commitment. Over $500,000,000 was raised through the VIVA GLAM program since its creation.

Their ethos is clear: inclusivity isn't a trend they hop on, it's a permanent part of who they are. Gen Z notices this kind of consistent dedication.

And young people are more likely to support and purchase from brands that support them back.

Arsenal W.F.C.: Kicking Goals for the Queer Community

Arsenal has always prided itself on diversity and inclusivity. Arsenal Women doesn't just have queer players, but a strong queer fanbase as well - something which the club not only acknowledges, but champions.

After Arsenal Women won the North London Derby, they didn't just celebrate on the pitch. They teamed up with Gay Times to throw "football's queerest ever post-match celebration" for their LGBT+ fanbase. 

This wasn't a one-off. 

Arsenal's ongoing partnership with Gay Times and their continuous efforts to create inclusive spaces show that for them, Pride isn't just in June.

It’s about building community and celebrating their diverse fanbase authentically.

Levi’s: Weaving Inclusivity into the Fabric

Every year, Levi's drops a Pride collection. But they don't stop there. The iconic brand is actively supporting Queer Britain in establishing the UK's first national LGBT+ museum. 

And back in March of this year, they joined the Human Rights Campaign, pushing the United States Senate to outlaw LGBT+ discrimination.

Their 2025 Pride campaign, "Meet You In The Park," goes beyond just looking good. It highlights the crucial importance of safe spaces for queer people, with designs inspired by classic LGBT+ liberation iconography. 

The collection even includes items featuring the inverted pink triangle – a symbol reclaimed by the LGBTQ+ community after being used in Nazi concentration camps. Talk about a brand that understands history and shows genuine solidarity. This commitment is so deeply ingrained that when shareholders tried to dismantle the company’s diversity and inclusion efforts, they were overwhelmingly shut down.

Real support, woven into the brand's very fabric, resonates deeply and earns genuine loyalty.

The takeaway: Stand by Your Values All Year Round

At YMS LDN 2025, Geli Luna, Associate Design Direct at Shape History, discussed the importance of brands creating social impact for younger generations. Here’s what she had to say:

“Show that you’re genuinely invested in the impact of the people that you’re engaging with, and do it through multiple touchpoints to prove it.”

Now that Pride Month is over, it’s time for your brand to actually show up. 

Continue the support, the representation, and the pride. Because for Gen Z, social impact isn't a trend – it's the baseline. And when you commit to their values, they'll commit to your brand, not just for a month, but for life.

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{{ctaNeon}}

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